Dose of Digitalhttp://www.doseofdigital.com
The latest and greatest ideas from pharma and healthcare digital marketingTue, 03 Mar 2015 15:05:50 +0000en-UShourly1http://wordpress.org/?v=4.1.1Each week, Bill Evans is joined by a special guest for an unvarnished look at how trends and technologies are shaping the business and culture of healthcare and marketing. If you're anyone who touches marketing or technology in the healthcare space, this is the podcast for you. You should listen because your life may depend on it.Dose of DigitalnoDose of Digitalcontrolroom@wevonium.comcontrolroom@wevonium.com (Dose of Digital)The Dose of Digital Podcast, featuring Bill Evanshttp://www.doseofdigital.comhttp://images.doseofdigital.com/wp-content/uploads/2010/10/DoD-logo-144.pngDose of DigitalDoseOfDigitalhttps://feedburner.google.comThe False Economy Of Digital Metricshttp://feedproxy.google.com/~r/DoseOfDigital/~3/utOeaLf09bo/
http://www.doseofdigital.com/2015/03/false-economy-digital-metrics/#commentsTue, 03 Mar 2015 15:05:50 +0000http://www.doseofdigital.com/?p=8324<p></p> <p>Data, data, everywhere – but none to help me think.</p> <p>The term ‘Big Data’ is the jargon <em>du jour</em>, but little operational excellence has come about in the pharma industry to justify the buzz. Partly this is due to the fact that leveraging ‘Big Data’ is an internal and operational challenge, one that the typical agency is unqualified to surmount. The other is that, and let’s be real here, the ‘Little Data’ around digital marketing is mostly bunk, and you don’t get permission to do the big things unless you do the small things well.</p> <p>What do I mean by ‘bunk’ you ask? I believe that pharma has been blindly living in an accepted false economy of digital metrics, and unless a concerted effort is made to correct the problem, digital will continue to remain a second or third class citizen in the overall marketing mix. These challenges center around three specific issues: The mythology of ROI, a lack of integrated analysis, and the continued ignorance of the industry to pay anything but lip service about wanting to fix the problem. I’ll unpack these one by one.</p> <p><strong>The ROI Myth</strong> Somewhere Don Bartholomew is probably cringing about what I’m about to type, but I’ll plow ahead anyway. You can’t define ROI in digital without having a program that includes last–click attribution which directly ties to a sale of a product. In pharma that means if a brand cannot directly associate the fulfillment of a script with a digital engagement, you can’t, under any circumstances, show a true ROI. Outside the industry, e¬–commerce and couponing do this routinely. In that world, you can clearly see [...]<div class="feedflare">
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</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/utOeaLf09bo" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/03/false-economy-digital-metrics/feed/0http://www.doseofdigital.com/2015/03/false-economy-digital-metrics/YTT Podcast – EP 07: ‘ePharmapalooza’http://feedproxy.google.com/~r/DoseOfDigital/~3/F8rNRBJWABE/
http://www.doseofdigital.com/2015/02/ytt-podcast-ep-07-epharmapalooza/#commentsFri, 27 Feb 2015 14:57:59 +0000http://www.doseofdigital.com/?p=8318<p></p> <p>It&#8217;s our 2015 ePharmapalooza spectacular, with special guests Sean Hartigan, Zoe Dunn, and Christine Truelove. We discuss the sad state of the ePharma conference, how customer centricity is a myth, the lack of content curation for conferences, the industry family reunion, the lack of technology integration around the topics, how many years of attendance it takes to learn something new, the lack of digital proliferation, and why the industry deserves better.</p> <p>Download link &#124; RSS feed &#124; iTunes link</p> <p style="padding-left: 30px;"><strong>Show Notes:</strong> Music by the Mysterious Breakmaster Cylinder ePharma Website</p><div class="feedflare">
<a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=F8rNRBJWABE:dUH_09BjrKk:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=F8rNRBJWABE:dUH_09BjrKk:I9og5sOYxJI"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=I9og5sOYxJI" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=F8rNRBJWABE:dUH_09BjrKk:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=F8rNRBJWABE:dUH_09BjrKk:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=F8rNRBJWABE:dUH_09BjrKk:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=F8rNRBJWABE:dUH_09BjrKk:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=F8rNRBJWABE:dUH_09BjrKk:F7zBnMyn0Lo" border="0"></img></a>
</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/F8rNRBJWABE" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/ytt-podcast-ep-07-epharmapalooza/feed/0It's our 2015 ePharmapalooza spectacular, with special guests Sean Hartigan, Zoe Dunn, and Christine Truelove. We discuss the sad state of the ePharma conference, how customer centricity is a myth, the lack of content curation for conferences,It's our 2015 ePharmapalooza spectacular, with special guests Sean Hartigan, Zoe Dunn, and Christine Truelove. We discuss the sad state of the ePharma conference, how customer centricity is a myth, the lack of content curation for conferences, the industry family reunion, the lack of technology integration around the topics, how many years of attendance it takes to learn something new, the lack of digital proliferation, and why the industry deserves better.
Download link | RSS feed | iTunes link
Show Notes:
Music by the Mysterious Breakmaster Cylinder
ePharma WebsiteDose of Digitalno40:19http://www.doseofdigital.com/2015/02/ytt-podcast-ep-07-epharmapalooza/IMS Health: Lots of Health Apps, Little Valuehttp://feedproxy.google.com/~r/DoseOfDigital/~3/Y4KC6q_gLik/
http://www.doseofdigital.com/2015/02/ims-health-lots-health-apps/#commentsMon, 23 Feb 2015 20:19:58 +0000http://www.doseofdigital.com/?p=8313<p>First published on Forbes.com, IMS Health has a robust report on the state of the app economy around healthcare, and the picture isn&#8217;t pretty. John Mack and I discussed this a bit on a recent podcast and this report validates a lot of our perspectives on the issue.</p> <p>There is a significant skew in download volume for healthcare apps, with more than 50% of available apps achieving fewer than 500 downloads. Conversely, 5 apps account for 15% of all downloads in the healthcare category. The reason behind the limited downloads, and hurdles to improved uptake, span all stakeholders. Patients currently face a dizzying array of healthcare apps to choose from, with little guidance on quality or support from their doctors.</p> <p>As I discovered when I first started collecting apps for the mobile wiki, theres a ton of crap out there. Given how many health apps there are and how little value most provide, these numbers don&#8217;t surprise me. This shouldn&#8217;t dissuade you from making an app, especially if you&#8217;ve done the leg work to clearly understand the value proposition you wish to fill and have carefully thought though how to make and additive experience for your customers. The take away for me is this: Have a promotional plan for your app. The app economy isn&#8217;t a build-it-and-they-will-come environment. The scale of this report illustrates that you&#8217;ll experience a high degree of failure if you simply want to put something in the App Store and hope it will catch on.</p> <p>Download the full report here (Via IMS Health).</p><div class="feedflare">
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</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/Y4KC6q_gLik" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/ims-health-lots-health-apps/feed/0http://www.doseofdigital.com/2015/02/ims-health-lots-health-apps/Friday Follow Upshttp://feedproxy.google.com/~r/DoseOfDigital/~3/WVdigLCU31I/
http://www.doseofdigital.com/2015/02/friday-follow-ups-11/#commentsFri, 20 Feb 2015 18:11:26 +0000http://www.doseofdigital.com/?p=8311<p></p> <p>A Pill That Boosts a Woman’s Sex Drive Is Almost Here. But Do We Need It? &#8211; The entirety of this article should just simply be the word, &#8220;yes.&#8221;</p> <p>FDA Grants 23andMe Approval to Test For Rare Genetic Condition &#8211; Hopefully it&#8217;s for the cognitive defect that keeps parents from getting their kids vaccinated.</p> <p>There&#8217;s a Wearable for Your Sex Life Now &#8211; Super. And you thought people tweeting about going to the gym was obnoxious.</p> <p>WNYC Says Why It Deleted Its Controversial Podcast on Women in Tech &#8211; Sketchy.</p> <p>Settlers of Catan to be Made Into a Movie or TV Show &#8211; I&#8217;ll trade you 2 wood and 3 brick for a guarantee that I don&#8217;t have to watch it.</p><div class="feedflare">
<a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=WVdigLCU31I:IIVsig24DgE:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=WVdigLCU31I:IIVsig24DgE:I9og5sOYxJI"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=I9og5sOYxJI" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=WVdigLCU31I:IIVsig24DgE:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=WVdigLCU31I:IIVsig24DgE:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=WVdigLCU31I:IIVsig24DgE:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=WVdigLCU31I:IIVsig24DgE:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=WVdigLCU31I:IIVsig24DgE:F7zBnMyn0Lo" border="0"></img></a>
</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/WVdigLCU31I" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/friday-follow-ups-11/feed/0http://www.doseofdigital.com/2015/02/friday-follow-ups-11/YTT 06: ‘Jargon Waiting To Be Harvested’ with John Mackhttp://feedproxy.google.com/~r/DoseOfDigital/~3/h0xuq8H3xQ0/
http://www.doseofdigital.com/2015/02/ytt-06-jargon-waiting-harvested-john-mack/#commentsThu, 19 Feb 2015 13:45:27 +0000http://www.doseofdigital.com/?p=8308<p>Special Guest John Mack from Pharma Marketing News joins the show to discuss the sorry state of mobile apps in pharma, the privacy and diagnosis implications of coding errors, &#8220;Dear Doctor&#8221; letters, how mobile can help patient compliance, how to ignore my dog making an appearance, the big data, how to connect social and mobile to benefit the customer, why social is now table stakes, if there needs to be more mobile pioneers, and how we’ve hit peak psoriasis.</p> <p>Download link &#124; RSS feed &#124; iTunes link</p> <p style="padding-left: 30px;"><strong>Show Notes:</strong> Music by the Mysterious Breakmaster Cylinder Pharma Marketing Blog on Apps RunPee DOD App Wikipedia John&#8217;s App Presentation</p> <p style="padding-left: 30px;"><div class="feedflare">
<a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=h0xuq8H3xQ0:0QyVAn_KWuQ:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=h0xuq8H3xQ0:0QyVAn_KWuQ:I9og5sOYxJI"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=I9og5sOYxJI" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=h0xuq8H3xQ0:0QyVAn_KWuQ:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=h0xuq8H3xQ0:0QyVAn_KWuQ:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=h0xuq8H3xQ0:0QyVAn_KWuQ:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/DoseOfDigital?a=h0xuq8H3xQ0:0QyVAn_KWuQ:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/DoseOfDigital?i=h0xuq8H3xQ0:0QyVAn_KWuQ:F7zBnMyn0Lo" border="0"></img></a>
</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/h0xuq8H3xQ0" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/ytt-06-jargon-waiting-harvested-john-mack/feed/1Special Guest John Mack from Pharma Marketing News joins the show to discuss the sorry state of mobile apps in pharma, the privacy and diagnosis implications of coding errors, "Dear Doctor" letters, how mobile can help patient compliance,Special Guest John Mack from Pharma Marketing News joins the show to discuss the sorry state of mobile apps in pharma, the privacy and diagnosis implications of coding errors, "Dear Doctor" letters, how mobile can help patient compliance, how to ignore my dog making an appearance, the big data, how to connect social and mobile to benefit the customer, why social is now table stakes, if there needs to be more mobile pioneers, and how we’ve hit peak psoriasis.
Download link | RSS feed | iTunes link
Show Notes:
Music by the Mysterious Breakmaster Cylinder
Pharma Marketing Blog on Apps
RunPee
DOD App Wikipedia
John's App PresentationDose of Digitalno51:18http://www.doseofdigital.com/2015/02/ytt-06-jargon-waiting-harvested-john-mack/WSJ: Apple Cut Health Features Due To Erratic Sensorshttp://feedproxy.google.com/~r/DoseOfDigital/~3/CsZsjqzG6kY/
http://www.doseofdigital.com/2015/02/wsj-apple-cut-health-features-due-erratic-sensors/#commentsWed, 18 Feb 2015 18:16:48 +0000http://www.doseofdigital.com/?p=8304<p>Following up on my post from yesterday, comes a write up in the Wall Street Journal describing why the Apple Watch isn&#8217;t going to be the health-tracking powerhouse it could have been.</p> <p>&#8230;the company originally envisioned a device that can monitor heart rate, blood pressure and stress levels (based on the conductivity of the skin). Unfortunately, the sensors they tested just didn&#8217;t pass muster.</p> <p>The biggest barrier to wearables delivering real value is the sensors. Right now, If I were and HCP, I&#8217;d view any data collected from these devices that was sent by my patients as utter garbage.</p><div class="feedflare">
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</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/CsZsjqzG6kY" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/wsj-apple-cut-health-features-due-erratic-sensors/feed/0http://www.doseofdigital.com/2015/02/wsj-apple-cut-health-features-due-erratic-sensors/Sorry Nerds, The Wearables Market is a Bonafide Messhttp://feedproxy.google.com/~r/DoseOfDigital/~3/v-xzLJ8UTGg/
http://www.doseofdigital.com/2015/02/nerds-wearables-market-bonafide-mess/#commentsTue, 17 Feb 2015 19:25:42 +0000http://www.doseofdigital.com/?p=8300<p>So I’ve spent a fair amount of time testing a number of wearables over the past few weeks. Some of this I’ve done for my own edification, some for my own self-improvement, and all of them because I wanted to better understand the market prior to the launch of the Apple Watch. After over a year of using the likes of Google Glass, Microsoft’s Band, the FitBit Surge, and the Fitbit One, I can safely say that the wearables ecosystem is a fragmented and unreliable quagmire of devices.</p> <p>I don’t doubt the potential of the platform. Juniper research predicts that by 2019, the wearables market will generate almost 53 Billion in revenues. This seems realistic to me. Apple will undoubtedly drive the growth of this category and if the reports are true, Cupertino is expecting big sales when the Apple Watch launches. But let’s face it, by all accounts, the market has yet to mature. Here are the 5 challenges currently facing the wearable marketplace.</p> <p><strong>There Are a Ton of Clunkers Out There</strong> By all accounts, the Samsung Gear, the i.am PULS, the Epson Runsense, Google Glass, and the Under Armour Armour39 were all flat out busts. There are many more out there of course, but these were some of the higher profile devices. Even the new line of Polar trackers couldn’t avoid being panned by the tech press. The unenviable consequence of these misfires is that the general consumer market is left with the impression that wearbles kind of suck and aren’t worth the money.</p> <p><strong>They’re Highly Inaccurate</strong> I’ll be posting a deeper review of my time with the FitBit Surge soon, but for a $250 [...]<div class="feedflare">
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</div><img src="//feeds.feedburner.com/~r/DoseOfDigital/~4/v-xzLJ8UTGg" height="1" width="1" alt=""/>http://www.doseofdigital.com/2015/02/nerds-wearables-market-bonafide-mess/feed/2http://www.doseofdigital.com/2015/02/nerds-wearables-market-bonafide-mess/